Imitation is the sincerest form of flattery, right?

A couple of weeks ago I wrote a story for Brandweek about Kimberly-Clark, the company that makes Kleenex and a bunch of other brands. I got a nice little scoop on how they were hiring three top people in their marketing department. Not exactly Pulitzer but I was proud of it. In this week’s issue AdAge a similar story is there lead on the front page. Nothing wrong with that. Someone breaks a story and others follow up, hopefully adding more to it. And they do add to it. Including some important info which I didn’t have: K-C will be ramping up marketing spending $200 million by 2009 and readying a massive shift to nontraditional media. Good on them. Good solid facts and a good solid article.

But here’s a little complaint: In the print version there’s this tagline on the subhead that says EXCLUSIVE. So what’s exclusive? That they got different information than I did? By that standard everything in the magazine should get an exclusive tag. Let’s not oversell the goods here gang.


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